Blog reality 2017: a reader will only skim. His or her attention is already at saturation when gets to your blog. If your content is not clear and easy to follow, the sad truth is he’ll bounce.
Your content must HOOK him or her within the first sentence. Word one is even better.
That’s not just a writing thing, it’s a giving thing. The blog owner MUST give value.
You must make clear that your message is relevant for him and his busy life. He needs that much to decide if he’ll devote the next 10 minutes to hearing what you have to say.
It’s a Gift
If you’ve got a reader’s attention, it’s a trust. Take care of him or her.
Arrogance is a turnoff. Today’s reader can smell it a mile away. Salesy manipulation and braggadocio won’t cut it. Once eyes are on you, you must solve a problem, and you must do it for each successive piece that you publish.
There’s a reason why some blogs attract thousands of readers. There’s no silver bullet. It’s a value thing.
The owners of those blogs are giving people information that they can’t or don’t want to do without. It’s not about WHO does the writing. It’s more about WHAT they write.
What to Write
Write about your products but do it from the customer perspective. How can your reader use this product to make his life better. Easier. What problem will this product solve? How will it make him more money? Save him time? What is better—really better—about this particular product.
And be specific. Outline steps. Walk him through it. Specific. Specific. Specific.
Putting your best foot forward can become habit forming. And the more sage advice you give, the more you’ll attract the right reader.
How to Get Tangible Results
Keep in mind that if you want something, you need to ask for it. Otherwise, people just assume you’re good.
If you want them to take steps to find out more, give them a click through button that links to a landing page or product sales page.
If you want to get them to a trade show or conference where you’ll be exhibiting or speaking, invite them to look you up. Let them know where you’ll be.
Get them to reach out if they have questions or comments. Link to your contact page or sales team. Turning on the comments isn’t the best fit for every blog. You can have people contact you, though, if they’re unclear about how a product works.
Getting your customer results gives you a better result in the end. A good relationship with a customer is pure gold. It’s what makes every ounce of content producing sweat and research worthwhile.
As writers of content, the end goal isn’t just to sell products. Those products must make your customer’s life better.
Product = Solution
Service = Solution
Solution = Happy Customer
Better life is service.
That’s a small business mindset, perhaps, but big businesses are using this principle with great effect.
It’s the reason why companies like UPS, FedEX, Netflix, Amazon, Google, SONY, Marriott, Apple, and Samsung made the USA Today, Customer Service Hall of Fame in 2016.
Take a tip from the big fish, infuse your content and your blog with outstanding value. It’s harder but it’s the only thing that makes sense.